Latest news with #MichaëlAzoulay
Fashion United
11-08-2025
- Business
- Fashion United
American Vintage returns to Marylebone with a Mediterranean-inspired makeover
American Vintage will reopen its 127 m² Marylebone store in September 2025 after a refurbishment that replaces its previous look with a pared-back mix of natural tones and materials. The Marseille-based brand says the redesign reflects its Mediterranean origins while keeping the understated image that has become its hallmark. The store will stock the full men's, women's and children's ranges alongside digital screens playing brand imagery, part of a retail concept developed over the past few years to make outlets feel more like social spaces than transactional ones. Founded in 2005 by Michaël Azoulay, American Vintage began with a focus on re-engineering the T-shirt before expanding into knitwear, outerwear and everyday basics. Its relaxed, fabric-led approach sits in a growing niche between performance sportswear and luxury fashion. The UK leisurewear and sportswear sector has outperformed the wider apparel market since 2020, driven by hybrid working patterns and demand for versatile, comfort-oriented clothing. According to industry analysts, the segment is projected to grow by 6–8 per cent annually to 2027, with 'premium casual' labels seeing above-average gains. American Vintage's positioning, emphasising quality fabrics, subdued colour palettes and longevity over branding—gives it an advantage among consumers seeking polished yet practical wardrobe staples. Marylebone's mix of affluent residents and international visitors makes it a strong fit for the label's expansion strategy, which targets locations with high footfall and a taste for understated European design. The brand's emphasis on experience, including personal styling advice and local recommendations, is intended to build customer loyalty in a market where online competition remains intense.
Fashion United
29-07-2025
- Business
- Fashion United
American vintage opens boutique in Manchester
American Vintage, the renowned Marseilles-based brand founded in 2005 by Michaël Azoulay, has announced the opening of its latest retail space in Manchester. Situated within a historic building at 62 King Street, the new store seamlessly blends the brand's Mediterranean-inspired aesthetic with the building's original architectural charm, preserving its distinctive flooring and façade. Adding a modern touch, two screens within the interior display captivating visuals that evoke the essence of American Vintage's DNA, deeply rooted in the American dream. The 83-square-meter space is designed to be more than just a retail outlet; it is envisioned as a comprehensive lifestyle destination. It proudly showcases the brand's full range of men's, women's, and children's collections. Beyond offering an immersive brand experience, the American Vintage team aims for this new store to be a hub for sharing, providing personalized fashion advice, local recommendations, and a welcoming spot for customers to enjoy a coffee. This expansion comes as American Vintage continues its impressive growth trajectory, having achieved a turnover of nearly 200 million euros in 2024. The opening also follows recent celebrations marking the brand's twentieth anniversary, which Michaël Azoulay discussed in a recent interview with FashionUnited, coinciding with a special event at the Galerie Haussmann in Paris. "We must try to evolve the vision of the salesperson or manager's job. To do this, we also need stores that will perhaps outsource much more of the delivery process. This will free up space and flow in the store to be more focused on customer experience, knowledge and management. Retail and expansion are a bit like mountaineering. If you don't climb, you descend," Azoulay said. This article was translated to English using an AI tool. FashionUnited uses AI language tools to speed up translating (news) articles and proofread the translations to improve the end result. This saves our human journalists time they can spend doing research and writing original articles. Articles translated with the help of AI are checked and edited by a human desk editor prior to going online. If you have questions or comments about this process email us at info@
Fashion Network
06-05-2025
- Business
- Fashion Network
Thriving American Vintage fêtes 20th anniversary, plans international expansion
Twenty years 'is both a long and a short time,' quipped Michaël Azoulay, founder in 2005 of Marseilles-based ready-to-wear brand American Vintage, whose casual, colourful style has become a fixture in the French fashion landscape, and elsewhere too. 'We have grown from two to more than 1,000 employees, we have evolved from a single-product company (white T-shirts) to selling complete collections for men, women and children, and our French, monochannel brand has become global and multichannel,' he added, talking about two 'fantastic, rewarding' decades. In 2024, American Vintage generated revenue just shy of €200 million, up approximately 20% over 2023, and this year it is celebrating its 20th anniversary with a party in Paris and other events worldwide. An opportunity to chat with Azoulay about his company's trajectory and expansion plans, notably aimed at export growth. The self-taught American Vintage boss is pleased to have managed - with the help of his staff - to give continuity to the brand's collections, and to appeal to a 'transgenerational, cosmopolitan' clientèle with the brand's evergreen, laid-back wardrobe and broad colour palette. But the journey has been by no means easy. 'We have had to weather critical junctures and difficult years, such as the shift from wholesale to [direct] retail, the impact of Covid-19, the invasion of Ukraine and rising inflation. I have learned a lot, and I would like to think that our company is a great fashion retail university for the employees who are working there, or who have been with us.' China expansion American Vintage is based in Signes, between Marseilles and Toulon. It currently operates 138 monobrand stores, 34 corners, 21 outlet stores, and 19 affiliated stores, and serves nearly 1,500 multibrand retailers. In 2024, the brand opened its first store in China, a joint venture with a local business that has already been followed by several others. This year, new stores are slated to open in nine cities, including Beijing, Wuhan and Chengdu, making it approximately 15 addresses in a year. 'The business is becoming significant, but we don't want to see American Vintage stores crop up all over China like mushrooms. Our aim is to manage our expansion,' said Azoulay. Another two stores have opened in Macau in recent months. In the USA, where a first address was inaugurated in New York in 2021, American Vintage is expanding its footprint with three openings scheduled for 2025 in Palo Alto, Los Angeles (on Abbot Kinney) and Boston. All of them directly operated by the brand. A store in Stanford is also on the cards. Azoulay isn't concerned about the impact of the US administration's policies on his business in the country, describing it as still quite small-scale. In Europe, the pace has slowed down somewhat, but openings are planned in the UK, the Netherlands, Spain and France (one soon in Annecy, for example). Store fleet expansion was not initially a declared objective. 'Retail wasn't a calling, but I've always dreamed of being busy and of travelling. We all have an inborn survival instinct, and I am fuelled by the desire to rise and grow,' said Azoulay, 46, who has been followed around for several months by a film-maker shooting a documentary that will be broadcast on American Vintage's e-shop and social media channels. Filming has also taken place in some of the countries where the products are manufactured, for example Tunisia, Portugal, and Bulgaria. In April, American Vintage dropped a 20th anniversary collection, featuring unisex looks big on logos, patches and oversize silhouettes. A second instalment will be unveiled at the start of the fall/winter season. 'We have worked a lot on branding. American Vintage used to be a no-logo brand, but in recent seasons the name has been prominently displayed on our clothes. This extra visibility has helped boost sales. The concept has been pushed to the max in the anniversary collection, which features 20 or so different labels and tags affirming who we are. We're 20 years old, we can afford it,' said Azoulay. The company is described as profitable, and is still led by a trio of family shareholders consisting of Azoulay, his brother and his sister. 'China and the USA are expensive markets, you can't enter them if the business isn't healthy,' he said. The next projects? In September, the brand will launch a first line of performance sportswear, tapping a growth segment while still 'going for a directional approach.' American Vintage is also planning to build 'a new automated and mechanised logistics warehouse within two to three years,' according to Azoulay, who expects revenue to increase again in 2025.
Fashion Network
06-05-2025
- Business
- Fashion Network
Thriving American Vintage fêtes 20th anniversary, plans international expansion
Twenty years 'is both a long and a short time,' quipped Michaël Azoulay, founder in 2005 of Marseilles-based ready-to-wear brand American Vintage, whose casual, colourful style has become a fixture in the French fashion landscape, and elsewhere too. 'We have grown from two to more than 1,000 employees, we have evolved from a single-product company (white T-shirts) to selling complete collections for men, women and children, and our French, monochannel brand has become global and multichannel,' he added, talking about two 'fantastic, rewarding' decades. In 2024, American Vintage generated revenue just shy of €200 million, up approximately 20% over 2023, and this year it is celebrating its 20th anniversary with a party in Paris and other events worldwide. An opportunity to chat with Azoulay about his company's trajectory and expansion plans, notably aimed at export growth. The self-taught American Vintage boss is pleased to have managed - with the help of his staff - to give continuity to the brand's collections, and to appeal to a 'transgenerational, cosmopolitan' clientèle with the brand's evergreen, laid-back wardrobe and broad colour palette. But the journey has been by no means easy. 'We have had to weather critical junctures and difficult years, such as the shift from wholesale to [direct] retail, the impact of Covid-19, the invasion of Ukraine and rising inflation. I have learned a lot, and I would like to think that our company is a great fashion retail university for the employees who are working there, or who have been with us.' China expansion American Vintage is based in Signes, between Marseilles and Toulon. It currently operates 138 monobrand stores, 34 corners, 21 outlet stores, and 19 affiliated stores, and serves nearly 1,500 multibrand retailers. In 2024, the brand opened its first store in China, a joint venture with a local business that has already been followed by several others. This year, new stores are slated to open in nine cities, including Beijing, Wuhan and Chengdu, making it approximately 15 addresses in a year. 'The business is becoming significant, but we don't want to see American Vintage stores crop up all over China like mushrooms. Our aim is to manage our expansion,' said Azoulay. Another two stores have opened in Macau in recent months. In the USA, where a first address was inaugurated in New York in 2021, American Vintage is expanding its footprint with three openings scheduled for 2025 in Palo Alto, Los Angeles (on Abbot Kinney) and Boston. All of them directly operated by the brand. A store in Stanford is also on the cards. Azoulay isn't concerned about the impact of the US administration's policies on his business in the country, describing it as still quite small-scale. In Europe, the pace has slowed down somewhat, but openings are planned in the UK, the Netherlands, Spain and France (one soon in Annecy, for example). Store fleet expansion was not initially a declared objective. 'Retail wasn't a calling, but I've always dreamed of being busy and of travelling. We all have an inborn survival instinct, and I am fuelled by the desire to rise and grow,' said Azoulay, 46, who has been followed around for several months by a film-maker shooting a documentary that will be broadcast on American Vintage's e-shop and social media channels. Filming has also taken place in some of the countries where the products are manufactured, for example Tunisia, Portugal, and Bulgaria. In April, American Vintage dropped a 20th anniversary collection, featuring unisex looks big on logos, patches and oversize silhouettes. A second instalment will be unveiled at the start of the fall/winter season. 'We have worked a lot on branding. American Vintage used to be a no-logo brand, but in recent seasons the name has been prominently displayed on our clothes. This extra visibility has helped boost sales. The concept has been pushed to the max in the anniversary collection, which features 20 or so different labels and tags affirming who we are. We're 20 years old, we can afford it,' said Azoulay. The company is described as profitable, and is still led by a trio of family shareholders consisting of Azoulay, his brother and his sister. 'China and the USA are expensive markets, you can't enter them if the business isn't healthy,' he said. The next projects? In September, the brand will launch a first line of performance sportswear, tapping a growth segment while still 'going for a directional approach.' American Vintage is also planning to build 'a new automated and mechanised logistics warehouse within two to three years,' according to Azoulay, who expects revenue to increase again in 2025.
Fashion Network
06-05-2025
- Business
- Fashion Network
Thriving American Vintage fêtes 20th anniversary, plans international expansion
Twenty years 'is both a long and a short time,' quipped Michaël Azoulay, founder in 2005 of Marseilles-based ready-to-wear brand American Vintage, whose casual, colourful style has become a fixture in the French fashion landscape, and elsewhere too. 'We have grown from two to more than 1,000 employees, we have evolved from a single-product company (white T-shirts) to selling complete collections for men, women and children, and our French, monochannel brand has become global and multichannel,' he added, talking about two 'fantastic, rewarding' decades. In 2024, American Vintage generated revenue just shy of €200 million, up approximately 20% over 2023, and this year it is celebrating its 20th anniversary with a party in Paris and other events worldwide. An opportunity to chat with Azoulay about his company's trajectory and expansion plans, notably aimed at export growth. The self-taught American Vintage boss is pleased to have managed - with the help of his staff - to give continuity to the brand's collections, and to appeal to a 'transgenerational, cosmopolitan' clientèle with the brand's evergreen, laid-back wardrobe and broad colour palette. But the journey has been by no means easy. 'We have had to weather critical junctures and difficult years, such as the shift from wholesale to [direct] retail, the impact of Covid-19, the invasion of Ukraine and rising inflation. I have learned a lot, and I would like to think that our company is a great fashion retail university for the employees who are working there, or who have been with us.' China expansion American Vintage is based in Signes, between Marseilles and Toulon. It currently operates 138 monobrand stores, 34 corners, 21 outlet stores, and 19 affiliated stores, and serves nearly 1,500 multibrand retailers. In 2024, the brand opened its first store in China, a joint venture with a local business that has already been followed by several others. This year, new stores are slated to open in nine cities, including Beijing, Wuhan and Chengdu, making it approximately 15 addresses in a year. 'The business is becoming significant, but we don't want to see American Vintage stores crop up all over China like mushrooms. Our aim is to manage our expansion,' said Azoulay. Another two stores have opened in Macau in recent months. In the USA, where a first address was inaugurated in New York in 2021, American Vintage is expanding its footprint with three openings scheduled for 2025 in Palo Alto, Los Angeles (on Abbot Kinney) and Boston. All of them directly operated by the brand. A store in Stanford is also on the cards. Azoulay isn't concerned about the impact of the US administration's policies on his business in the country, describing it as still quite small-scale. In Europe, the pace has slowed down somewhat, but openings are planned in the UK, the Netherlands, Spain and France (one soon in Annecy, for example). Store fleet expansion was not initially a declared objective. 'Retail wasn't a calling, but I've always dreamed of being busy and of travelling. We all have an inborn survival instinct, and I am fuelled by the desire to rise and grow,' said Azoulay, 46, who has been followed around for several months by a film-maker shooting a documentary that will be broadcast on American Vintage's e-shop and social media channels. Filming has also taken place in some of the countries where the products are manufactured, for example Tunisia, Portugal, and Bulgaria. In April, American Vintage dropped a 20th anniversary collection, featuring unisex looks big on logos, patches and oversize silhouettes. A second instalment will be unveiled at the start of the fall/winter season. 'We have worked a lot on branding. American Vintage used to be a no-logo brand, but in recent seasons the name has been prominently displayed on our clothes. This extra visibility has helped boost sales. The concept has been pushed to the max in the anniversary collection, which features 20 or so different labels and tags affirming who we are. We're 20 years old, we can afford it,' said Azoulay. The company is described as profitable, and is still led by a trio of family shareholders consisting of Azoulay, his brother and his sister. 'China and the USA are expensive markets, you can't enter them if the business isn't healthy,' he said. The next projects? In September, the brand will launch a first line of performance sportswear, tapping a growth segment while still 'going for a directional approach.' American Vintage is also planning to build 'a new automated and mechanised logistics warehouse within two to three years,' according to Azoulay, who expects revenue to increase again in 2025.
